Equinox Hotel Hudson Yards finds success with Google Hotel Ads

Equinox Hotels Hudson Yards needed a Google Hotel Ads (GHA) strategy that would reclaim market share from the OTAs and drive more direct bookings to their property.

With an eye toward both optimizing spend and reaching the most likely to book users in the lower funnel, Cendyn’s metasearch experts made strategic bid optimizations based on prior performance, search volume trends, and successful SEM and GDN tactics. Analyzing prior campaign data and trends allowed our team to adjust the campaign’s bid multipliers, as well as reflect the most likely to book user’s tendencies (including device type, location, length of stay, booking window, and traveler set dates).

The campaign proved to be a success, resulting in 25 bookings, 40 nights booked, and an 1100% ROAS over the course of just two months.

This case study was completed before the Cendyn and NextGuest merger but Equinox Hotel Hudson Yards can now benefit from the suite of Cendyn products.